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Andrew (Andy) Kiefer, CEO of Voxfeed highlights more about how brands today can manage a more impactful social media strategy to increase their overall marketing impact:
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Welcome to this MarTech Series chat, Andrew, tell us about yourself and more about Agave Labs, and also about your role as CEO at Voxfeed.
Thank you for the place! I started as an early stage software contractor specializing in product strategy, design and development. I spent almost 20 years developing startups in Silicon Valley and then moved to Guadalajara, Mexico, where I founded Agave Lab, a startup factory that seeks to grow early-stage companies.
One of those companies is Voxfeed because we wanted to create a platform that allows brands to work directly with content creators. We wanted to simplify the influencer marketing process and cut out the middleman.
We’d love to learn more about Voxfeed’s new feature and how it enables easier social media execution for brands and creators?
To simplify connections between brands and customers, we launched a new feature in September: VoxFeed Lite. The goal is to finally see influencer marketing done right. What we’ve done with this new functionality is make it easier for both brands to request content from their regular customers and for those customers to engage and collaborate with the brands.
VoxFeed content creators are everyday people who want to collaborate with their favorite brands and express their creative genius. VoxFeed gives them the tools to collaborate seamlessly.
How it works? Brands create a campaign and add information to VoxFeed Lite. They then share it with their own customers or open it up to segments of content creators. Within days, brands can receive hundreds of pieces of great and original social media content from their own customers and creators. This content can be easily managed through VoxFeed, and once approved, creators will post it to their social channels.
How brands today can drive more customer interest and engagement through innovative social media tactics: a few ways you see global brands successfully doing this?
These days, customers want to engage with brands through social media. They want to be able to connect with the brands they love on a personal level, and social media is the perfect platform for that. In fact, social media has become such an important part of the customer experience that it is now one of the most important channels for customer service.
Brands that don’t have a social media presence are missing out on a huge opportunity to connect with their customers. And customers won’t just sit back and wait for brands to catch up—if they can’t find the brand they’re looking for on social media, they’ll just go elsewhere. So if you want to keep your customers happy, you need to make sure you are active on social media. It’s important to view each customer as a content creator and allow them to collaborate with your brand in an easy and effective way.
How do you see the influencer marketing game changing in today’s B2B market and what thoughts do you have for the near future of this market?
B2B marketing is constantly evolving and influencer marketing is no exception. In the past, B2B companies were slow to warm to the idea of working with influencers, but that is quickly changing. Today, B2B marketers are beginning to see the value of partnering with thought leaders and influencers who can reach their target audience with precision and authenticity. As B2B companies continue to invest in influencer marketing, we can expect to see more strategic partnerships, creative campaigns and innovative content. With the right approach, B2B influencer marketing can be an incredibly effective way to connect with prospects and customers.
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How can CMOs work closely with their social media counterparts to deliver more integrated campaigns?
Campaigns that incorporate both traditional and digital marketing techniques are more likely to be successful than those that rely on a single approach. To develop an effective integrated campaign, marketing directors must work closely with their social media partners. The first step is to identify your campaign goals and target audience. Once this information is gathered, the two teams can work together to develop a strategy that uses both media. For example, if the goal is to reach a wide audience, traditional methods such as television ads can be combined with digital techniques such as targeted social media ads. Working together, marketing directors and social media specialists can create campaigns that are greater than the sum of their parts.
Any final thoughts on the future of martech and B2B marketing?
The future of marketing technology is always evolving. As new marketing technologies are developed, the way businesses reach their target audiences is also changing. Most online strategies include search engine optimization and social media marketing. Within social media five years ago Instagram was the way to go, but today TikTok has definitely taken the lead.
One area that is likely to see significant changes in the future is B2B marketing. B2B marketing has always been focused on personal relationships and face-to-face interactions. However, with the rise of digital marketing tools, SaaS (software as a service) platforms and free trials, B2B marketers are reaching their target audiences directly with their product and through online channels such as LinkedIn, Google networks and Twitter.
The future of marketing technology is always changing. Businesses must stay ahead of the curve by adopting new marketing technologies as they become available. This way, they can ensure that they reach their target audience in the most efficient way possible.
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